How Serving Drag Racers Produces Positive Reactions

This article originally appeared in the February 2025 issue of THE SHOP magazine.

A T-shirt hanging in a booth at last year’s SEMA Show proclaimed, “Drag Racing Isn’t Dead” and the evidence seems to support it. More participants in more series, higher car counts at well-established races and renewed fan enthusiasm across the board are driving the sport to new heights, even as events and series become more specialized. From big-money shootouts to “run-what-you-brung” novice nights, there’s a chance to hustle down the track for drivers of all skill and budget levels.

Also, while moving toward the future, drag racing hasn’t forgotten its past. As evidenced by Don “The Snake” Prudhomme receiving the Robert E. Petersen Lifetime Achievement Award at that same SEMA Show, interest in nostalgia racing and old-timer demo runs is high, helping older fans connect with the next generation.

Add it all up and it’s a market that shop owners will want to investigate. Industry suppliers offer insights into what they might find and explain why the reactions will likely be positive.

MORE TO LOVE

If you haven’t taken a close look at the drag racing market over the past few years, you may not recognize what you see. There’s a lot more going on today than many realize.

“Being aware of all the different types of racing that people are doing these days can be a challenge for shops,” says Walt Sipp, director of service and motorsports for ProCharger Superchargers. “For instance, people are successfully running 3,000-plus hp on a small radial or small slick tires—10 years ago, no one would have thought that possible. For shops that may not be up to date on modern race setups for the various classes/series, they may find their business impacted. Similarly, small tire shops sometimes overlook big tire or NHRA projects that they could likely accommodate with a little research.”

Changes have alleviated many one-size-fits-all solutions of the past, says Jim Kahl, product manager for Maradyne High Performance Fans.

“Customers may assume that off-the-shelf parts or generalized setups will work for their specific application, without considering the nuances of their car’s weight, aerodynamics, track conditions or engine setup,” he explains. “This often leads to frustration when expected results aren’t achieved.”

As the sport continues to evolve and expand, Joe Pando, director of sales – motorsports for Holley Performance Brands, has seen an increase in racers who are willing to do what it takes to reach the speeds they seek.

“Don’t think that racers are not willing to spend what it takes to be competitive. For shops, the sale, in many cases, can be broken down into building blocks, which makes it more budget-friendly,” he notes.

Of course, more racers mean more parts, which requires shops to stay up to date not only on the newest introductions, but also the subtle differences between brands and particular offerings.

For instance, “a common misconception is that all torque converters are the same,” says Krista Baldwin, director of marketing at FTI Performance. “FTI takes the time to understand the specifics of a customer’s car like the engine build, rear gear and tire size. Depending on those answers, FTI can offer a custom torque converter that will work perfectly for the racer rather than buying one off the shelf.”

Duane LaFleur, business development high performance for Lucas Oil Products, has seen much the same with racing lubricants.

“There are many different options when it comes to racing oil. We need to make sure that when shops make suggestions, they take into account what that specific motor’s requirements are when it comes to the proper racing oil,” he says.

SOMETHING FOR EVERYONE

If all this newness seems overwhelming, it’s time to take a deep breath, relax and be thankful that is has recharged interest the drag racing market.

“With street, No-Prep, big money grudge, Drag & Drive and No Time-style racing making such huge comebacks, this has brought a lot of new racers,” says Sipp. “Equally important, it has brought back a lot of seasoned racers and older cars, suddenly making them competitive again. It has also reenergized audiences. This renewed interest has been great for the sport and has significantly increased the demand for drag racing aftermarket parts and the dealers who support high-performance builds.”

Kahl finds it an exciting time to be part of the market, as old meets new.

“There is growing interest in diverse forms of drag racing, including vintage racing, as older vehicles attract a niche market of enthusiasts,” he says. “The appeal of retro vehicles has been bolstered by their cultural and aesthetic value.”

As always, the goal is to find customers looking to reach new levels.

“There have been tremendous gains in the EFI systems available, increasing the capabilities of the software while keeping it fairly user-friendly,” says Pando. “This has allowed for huge increases in power and the ability to manipulate that power to keep the car hooked up.”

Baldwin, a racer herself, has enjoyed watching the market evolve into a bigger community.

“Each year we see an influx of talent in drivers, mechanics, fabricators and the need for more reliable products to get our customers down the track,” she notes. “Listening to our customers on what they need is a key aspect of our customer service.”

More participants increases the need to understand the parts you sell, says LaFleur.

“There have been many new brands of oil introduced into the racing market over the past few years. At Lucas Oil we pride ourselves on the quality of our products. Lucas blends, bottles and packages all of our racing products in Corydon, Indiana, which gives us 100% quality control over what is produced.”

BACK TO SCHOOL

Serving drag racers means having the parts they need, when they need them, says LaFleur from Lucas Oil.

“Maintain proper inventory levels,” he advises. “We understand the struggles of having too much inventory in the system, but one thing we’ve learned over the years is if you don’t have what the racer is looking for, they will go somewhere else and purchase the product.”

From there it’s time to build strong relationships.

“Know your customer. If you support Sportsman, No Prep, Drag & Drive or some other specific class of racing, gain as much knowledge as possible about the class, chassis setup, engine builds, and the innovative products that are tailored to that class,” says Pando from Holley. “In most circumstances, data is king, so provide products that provide easy-to-understand data such as Holley EFI, MSD Power Grid and Racepak. Your knowledge will separate you from all your competitors and make you the racers’ go-to for answers.”

Parts plus partnerships is winning combination, says FTI’s Baldwin.

“Once you know what your customers need, then know your product,” she says. “FTI offers a variety of automatic transmissions and parts as well as torque converters. If a shop ever has any questions about a product, they can call or email us and we will make sure that the customer gets the best product possible for their build.”

As mentioned earlier, getting to know your racing community may mean studying up on the latest classes or series, says ProCharger’s Sipp.

“Be open to the newer styles of drag racing and educate yourself on how various setups and winning combos are performing. Don’t be afraid or too proud to ask questions wherever you can,” he recommends. “Manufacturers and customers are both solid sources of information. ProCharger, for example, has one of the best tech service departments in the industry and works closely with shops to help develop winning powertrains combos.”

Boil it all down and you’ll find that serious racers still need quality partners to reach their performance goals.

“Shops must educate customers on the importance of tailored solutions, such as choosing the right fan for their specific application and selecting parts specifically suited for their car’s intended class and performance goals,” says Kahl from Maradyne.

DRAG RACING PRODUCTS

HOT PRODUCT: Champion M162K 16-Inch Engine Cooling Fan
FEATURES & BENEFITS: High output—produces 2,170 cfm; lightweight at 5.3 pounds; low-profile 3.37-inch depth; draws 18 amps; workhorse fan that quickly and efficiently cools your engine when you need it.
DCM Manufacturing/Maradyne High Performance Fans
Jim Kahl
Product Manager

HOT PRODUCT: FTI Performance Two-Piece Powerglide Case
FEATURES & BENEFITS: Fits LS and LT engines; removable bellhousing; bushing-style case; SFT approved; can be utilized with aftermarket Ford and Chrysler bellhousings; economically priced; adaptable to race setups.
FTI Performance
Krista Baldwin
Director of Marketing

HOT PRODUCT: MSD Ultra 7AL Plus Ignition Control
FEATURES & BENEFITS: Offers the ability to switch the ignition output power level; particularly suited for Drag & Drive vehicles that don’t require the high-output ignition draw while driving between tracks; will be available in the first quarter of 2025.
Holley Performance Brands
Joe Pando
Director of Sales – Motorsports

HOT PRODUCT: Lucas 20W-50 Semi-Synthetic Racing Oil
FEATURES & BENEFITS: Works with most race fuels and particularly well with alcohol; contains high zinc ppm numbers; additive package designed to help race motors last; fits into racers’ budgets; holds up under extreme racing conditions.
Lucas Oil Products
Duane LaFleur
Business Development High Performance

HOT PRODUCT: F4X-140-1 Supercharger with CrankDrive
FEATURES & BENEFITS: Offers performance and durability; has won multiple Pro Mod, radial tire and No Prep championships; capable of 4,500-plus hp; patented, robust gear case; superior linear power curve enables consistent A-to-B passes.
ProCharger Superchargers
Walt Sipp
Director of Service & Motorsports